“Independent analysis of more than 60 campaigns, 45 of which were completed in the first half of this year, show that 70 per cent of those campaigns delivered a return on ad spend of 3x or better. And 49 per cent of those campaigns delivered a return of 5x or better”, says Sheryl Sandberg, COO of Facebook.

But also, according to FB´s CEO Zuckerberg, same principles might not be valid for businesses outside gaming.